High Performance PPC Part 1: Should I Use a Landing Page?

Build your pay-per-click campaign on rock, not sand.

In this series of posts, we’ll examine how different elements of the conversion optimisation process pull together to achieve the ultimate goal of getting the best R.O.I from paid traffic.

  • 1. Should I Use A Landing Page? 
  • 2. The Essential C’s of Landing Page Design
  • 3. How Landing Page Keyword Placement Helps PPC
  • 4. Audience Behaviour Analysis
  • 5. Split-testing Page Variations. Where to Begin?
  • 6. Selecting High Performing Variants and Scaling-up

Should I Use A Landing Page?

If you know your website has a low conversion rate, landing pages are cost effective alternative to a website overhaul, and provide valuable insight into user behaviour which can inform design changes when you’re ready to make a larger investment.

Work out your site’s conversion rate (%) with the following formula:

conversion rate equation




The higher your conversion rate, the higher the break even cost-per-click of your PPC campaign can be, as the example below shows. This lets you bid on your sector’s more competitive keywords with less risk to profitability.








This table shows average website conversion rates for a range of sectors:





According to research by Unbounce.com, 80% of PPC traffic goes to an existing web page which has a negative effect on conversion rate by not being optimised for factors like message match (see table below.) Simply by opting to use a conversion-centric landing page, you are already competing in the top tier of advertisers for your sector.

In terms of expected performance, after a period of optimisation employing the best practice principals detailed in the next post, our client pages have a conversion rate between 10 and 20%. So where do you start with easy-to-customise landing page software like Instapage, LeadPages and Unbounce?

Next Post: The Essential C’s of Landing Page Design >


Category: Conversion Rate Optimisation, PPC
17 September 2015

By Eva Wilkes

Eva Wilkes

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